Impact of advertising puffery on purchase intention and brand loyalty of young adults

IF 8.6 2区 管理学 Q1 BUSINESS
Krunal K. Punjani, V. V. Ravi Kumar, Kala Mahadevan
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引用次数: 0

Abstract

This research study proposes a model to test the impact of advertising puffery on purchase intention and brand loyalty involving the mediating role of ad-related factors—likability of the advertisement and attitude toward the ad- and brand-related factors—brand familiarity, attitude toward the brand, and brand credibility. The inclusion of brand loyalty as an exogenous construct is an attempt to extend the existing research in the ad puffery domain. Further, a combination of ad-related and brand-related factors as mediators is a novel approach in the field of ad puffery. It provides insightful findings for researchers as well as practitioners. The cross-sectional approach used in this study involved gathering data from young adult respondents (age group between 18 and 24 years) over a specific period. Results based on 330 young adult respondents revealed significant direct and mediating effects. All the ad-related and brand-related factors mediated the direct relationship of ad puffery with purchase intention and brand loyalty. Additionally, gender significantly moderated the direct relationship of ad puffery with purchase intention. Further, theoretical contributions, practical implications, and future research directions are discussed.

广告吹捧对年轻人购买意向和品牌忠诚度的影响
本研究提出了一个模型来检验广告浮夸对购买意向和品牌忠诚度的影响,该模型涉及广告相关因素--广告的好感度和对广告的态度,以及品牌相关因素--品牌熟悉度、对品牌的态度和品牌可信度--的中介作用。将品牌忠诚度作为外生结构纳入研究,是对现有广告吹捧领域研究的一种拓展。此外,将广告相关因素和品牌相关因素结合起来作为中介是广告吹捧领域的一种新方法。它为研究人员和从业人员提供了富有洞察力的发现。本研究采用的横截面方法涉及在特定时期内收集年轻成人受访者(年龄段在 18-24 岁之间)的数据。基于 330 名年轻成人受访者的结果显示了显著的直接和中介效应。所有与广告和品牌相关的因素都对广告吹捧与购买意向和品牌忠诚度之间的直接关系起到了中介作用。此外,性别在很大程度上调节了广告吹捧与购买意向的直接关系。此外,还讨论了理论贡献、实践意义和未来研究方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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